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Robert Trigaux

Video: Look behind the scenes at how Tampa Bay Lightning logo got rebranded




Wake up and good morning. When Tampa Bay Lightning owner Jeff Vinik wanted a new look on his NHL team uniform, he turned to New York's SME Branding to deliver. Now I confess I did not know a lot about SME but have since learned this marketing/branding business is huge in sports branding. This is the company that:

* The Florida Marlins have selected to help rebrand the team with a new logo, colors and uniform to be debuted at the New Marlins Ballpark for the 2012 Major League Baseball Season.  The team will be renamed the Miami Marlins.

* Churchill Downs tapped to brand the 2011 Kentucky Derby and Kentucky Oaks. The Derby icon was designed to exude the power and speed of the competition of horse and track.

* Partnered with Japan's baseball team, the Hokkaido Nippon Ham Fighters, to develop a new identity and uniforms to complement its brand theme, "HOKKAIDO PRIDE ~ Hokkaido - the pride of my heart."

Back to the Lightning's new uniforms. Here's a cool New York Times video that show the thought process at SME in honing the final design for the Lightning. Well worth a look!

-- Robert Trigaux, Times Business Columnist



[Last modified: Monday, February 14, 2011 7:32am]


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